An Axiomatic Design Approach for Customer Satisfaction through a Lean Start-up Framework

Value generation and customer satisfaction are the primary goals for those companies which want to be successful and profitable on the global market. Achieving these objectives is key for a middle-long term successful business model. Missing them may eventually lead to the company's failure, and also it might be a very difficult task to accomplish. Due to its strategic importance, the overall business model, along with the products and services to be delivered, should be assessed iteratively, defining their importance in respect with the customer needs and expectations. This control check is often experience-based rather than rationally guided, even in large and structured organizations. This paper proposes a novel approach to systemically build a customer development model, to verify the agreement between what is offered and the customer needs. The proposed customer model is built through the Axiomatic Design method, together with other tools that are properly tuned for this specific application.